Credentials of Estima, Inc., the innovative company behind UniversiTV, Mom\'s Radio, Hapinas, Lifeguide, etc.

1. To engender a movement, to
move minds and hearts, advertis-
ing is a feeble instrument. To get
that almost imperceptible nod
from the viewer -- to get consent,
one needs programming, or con- The nod that
tent. happens inside.
Branded Content is very like the
chameleon: it is redesigned to be
relevant to the task at hand. Un-
like regular programming --
branded content creates consent
for an idea in the mind of the con-
sumer in an entertaining and sin-
cere manner. It may be a TV
show, a radio broadcast, a live
event, an article in the newspaper,
anything to do with programming.
Introducing Estima.

2. The People of Estima
The Estima Content team combines
marketing, advertising, broadcasting,
sales and production experience.
They are prehensile men and
women, with gifts and skills in various
disciplines.

3. The team combines marketing, advertising, broadcasting, sales and production experience.
35 years in advertising
Vincent Pozon
Chairman
Vincent has been with the largest and the smallest of ad
agencies: Ideas, Inc., Reach Advertising, J. Romero &
Associates, Grau Roses, J. Walter Thompson, Pacifica
Publicity Bureau, Hemisphere-Leo Burnett and, until July
2008, he was vice chairman and CEO
of Adformatix. He has been acclaimed
for advertising work: one Advertising
Congress rewarded his efforts with 12
golds, 4 silvers and 3 bronzes. Adfor-
matix’ growth was enviable. It soon be-
came the largest independent ad
agency in the country, swiftly gaining a reputation for
strategic thinking. He succeeded in transforming the
agency into a partner in the discipline of marketing and
in the creation, not of advertising, but of strategic suc-
cesses. He also became known for aberrant work (e.g.,
Promil’s ‘Gifted Child’, Clusivol’s ‘Bawal Magkasakit’). He
Chairman at Estima, Inc.
created Mom's Radio, a much-acclaimed branded con-
tent creation. He retired to devote his time to Estima and Professor at St. Scholastica's College
UniversiTV, and to teaching (he is currently a professor Until July 2008, Vice Chairman &
at St. Scholastica's College teaching Copywriting). He CEO of Adformatix.
will be bestowed a degree in Masters in Business Eco-
nomics by the University of Asia & the Pacific pending
completion of his thesis.
4321 First Street, Anytown, State 54321 Phone 123-456-7890 Fax 123-456-7890 no_reply@apple.com

4. The team combines marketing, advertising, broadcasting, sales and production experience.
Multidisciplinary Skills
Gema Gochuico
Chief Executive Officer
Gema’s well-rounded background has prepared her to
be a Slasher*: She had stints with Batibot World of Chil-
dren and ABS-CBN, and as public relations officer for
Days Hotel Philippines. At DCM Ad-
vertising, she was account manager
on Disney and Eastern Telecoms. She
then moved to Probe Productions as
public relations manager for Game-
plan, Probe Team, I-Witness, 5 and
Up. She was 5 and Up Club Manager.
At Araneta Center, she was the client
representing the complex. She joined
Adformatix in 2001 to head the new
business team, which burgeoned un-
der her charge into a profitable below-the-line and con-
tent company. While she was behind the camera
throughout her career, she is today a LifeGuide on Uni- Geraldine Marie Gochuico
versiTV’s daily TV program with the same name counsel-
CEO and Board Director, Estima,
ing students. Gema has double majors in Speech Com-
Inc.
munications and Broadcasting from the University of the
Philippines. CEO and Station Manager, Univer-
siTV
Executive Producer,
LifeGuide, Mall Diva
* Slasher: A term coined by the staff to describe the desired trait of being multidisciplinary. It means that the person
described is capable of doing and does the job of several people -- and well, e.g., events manager slash writer
slash artist slash photographer.
4321 First Street, Anytown, State 54321 Phone 123-456-7890 Fax 123-456-7890 no_reply@apple.com

5. The team combines marketing, advertising, broadcasting, sales and production experience.
Television, Events, Sales, Music
Ricky Sy
Production Manager
Before joining Estima Content, Ricky was Production
Manager at Gerry Geronimo Productions, handling the
operation of the Mommy Academy televi-
sion program. And since the show fre-
quently conducts seminars for mothers,
he was in charge of those as well. His
work experience runs the gamut, which
makes him a Slasher*: he is a consum-
mate editor, having been trained on
Mommy Academy and Ating Alamin, and
wedding video coverages; he was a Music Buyer for
Tower Records, which means he was the man responsi-
ble for which artist to buy and how many. Earlier than
that, he was in sales, marketing rubber rollers for Suyosa
Corporation. Today he oversees all productions of the
company. On the side, he is associate producer for Hap-
inas, the daily morning man-on-the-street comedy show Frederick Albert P. Sy
airing on QTV. Ricky is a Far Eastern University Bache-
Production Manager, Estima Inc.
lor of Science in Fine Arts, Majoring in Advertising.
Associate Producer, Hapinas
* Slasher: A term coined by the staff to describe the desired trait of being multidisciplinary. It means that the person
described is capable of doing and does the job of several people -- and well, e.g., events manager slash writer
slash artist slash photographer.
4321 First Street, Anytown, State 54321 Phone 123-456-7890 Fax 123-456-7890 no_reply@apple.com

6. The team combines marketing, advertising, broadcasting, sales and production experience.
Concerts, events, dance, youth et al
Doreen Refuerzo
Assistant to the CEO
Doreen is the company’s resident “O.C.” She sees to it
that everything is done well to the minutest detail. She
started her career in Viva Video, as a Marketing Officer
handling labels like Walt Disney and
Newline Cinema, and spearheading mar-
keting special events, e.g., video
launches, special movie screenings, and
outreach programs. From there she
joined a talent management company,
Garibaldi International. She is always in
touch with the youth: She served as
President of the United Methodist Youth Fellowship in
her local chapter, and as Secretary of the district level,
and is now the Youth Adviser. She started her “company-
for-ministry”, Applebox Events, to produce Christian
events and concerts (“Second Chances”, with Edward
Granadosin and Lani Misalucha; “Imno Ngayon, Pamana Doreen Louise Tovera-Refuerzo
Bukas”, with Dulce, Reuben Laurente and Arnel De
Assistant to the CEO
Pano). She is also coordinator of her church’s dance
ministry. Doreen was graduated by the University of
Santo Tomas a Bachelor of Communication Arts.
* Slasher: A term coined by the staff to describe the desired trait of being multidisciplinary. It means that the person
described is capable of doing and does the job of several people -- and well, e.g., events manager slash writer
slash artist slash photographer.
4321 First Street, Anytown, State 54321 Phone 123-456-7890 Fax 123-456-7890 no_reply@apple.com

7. Advertising pays for content.
Without ads, no medium will exist.
Content is why people watch tele-
vision, read newspapers, browse
the internet, listen to radio.
Throughout history, advertisers
and ad agencies have focused on
the fringes of content: creating ads
to sponsor content. But advertising
is encountering new difficulties
and challenges. The traditional
advertisement is losing its clout
with the viewer, a more aware and
jaded consumer these days. And
technology allows him to wield
total control over what he watches
-- with the remote control.
Gamut of choices. Content: A marketer’s dream.
There is a fixed number of hours in a day, and the To a marketer, the opportunity to equip itself with the
viewer is busy with his cellphone, the internet, cable, ability to create content is a dream: To go beyond the
DVD movies. restrictions of 30 seconds, flesh out product stories, in-
With the gamut of choices in media, of points of contact sinuate products every so often, at every turn. Estima
with the consumer, advertisers must learn to utilize the Content allows marketers to explore the limits of con-
program portion – the content – to reach audiences in a tent, so they may utilize these potentials to build bonds
more meaningful and powerful way. Using content al- with the consumer – and tend to those bonds,
lows us the ability to promote products within pro- strengthen and care for them in a manner no television
gramming. And, no, we’re not talking about casual ad- spot can hope to do.
vertising. Beyond 30 seconds.
Estima Content The Estima team combines ex-
provides clients tensive marketing, advertising,
with customized broadcasting, sales and produc-
brand-driven con- tion experience. This makes for a
tent (edutainment, coalition of skills and expertise
branded entertain- unique in the industry. Whether
ment, however you it's an interstitial or a branded
prefer to call this segment, they can present product stories that are true
new form of mar- to their advertising strategies in the most entertaining
keting), or programming designed to create consent for manner.
a product in the mind of the consumer in an entertain- This capability allows the channel to be inordinately
ing and sincere manner. flexible in their sponsorship offering. They can integrate
It may be a TV show, a radio broadcast, a live event, your product message imaginatively -- beyond the
anything to do with programming. Estima Content is a usual bug logos and “brought to you by” blurbs.
global frontrunner in content creation, being one of the Integrated Marketing Communications.
first in the world to utilize content in a major way. The
While you can reach your consumers with on-air pro-
company was involved in the creation of Mommy
motional spots, Estima Content can present your mes-
Academy, which was then an unabashed commercial
sage off-channel through events and activities in
for Promil.
schools and in other venues frequented by your market.
Mom’s Radio is an entire FM network promoting
Do call the Estima Content marketing team to show you
Wyeth Consumer Healthcare products and issues to
how they can expand your above-the-line efforts with
mothers in the provinces.
branded content, consumer promotions, merchandis-
ing, events and other marketing channels.

8. An event designed as
content is one designed
to succeed.
Estima is loathe to refer to
itself as an ad agency. It is
a believer in Integrated
Marketing Communica-
tions, or – simply stated –
in the principle that there is
no global template or Wyeth: Clusivol: Robitussin: Promil:
model to follow, only what Wooing the Search for the Bida A tour of Gifted children
drugstore kids. Events that hundreds of wet tour malls around
is right for the client locally.
association. pay for themselves. markets. the country.
In this market, events are a
venue you would do well to
consider seriously. In some
areas like Cebu, very seri-
ously.
Estima believes that events
are really content, or pro-
Sharp: Bonakid: Novartis: Promil:
gramming. Which means
Sharp fetes its Annual feast for Launching a new A booth that
they must be entertaining midwives. product with a steals the show.
dealers with a
and nourishing. splash. basketball star.
If an event is designed
merely to be an ad for a
product, it will fail misera-
bly.
Wyeth: Bonakid: Promil: Sharp:
“Handog Saya,” A nationwide Camp ProGifted, Sharp goes all
a quarterly tour teaching an annual camp out for its
tribute to mothers how to for children. dealers 2005.
midwives. build values into
children.

9. An attempt at a world re-
cord, several rock con-
certs a year, unique activi-
ties on school premises --
presence not allowed
even the biggest of adver-
tisers and agencies,
Estima's strength is in
creating and managing
events that are high in
creative aberrance.
Pinoysiklo! PLDT My Phone-y Valentine PLDT VJ Hunt
Estima is event organizer for a Estima is welcome in schools on In search of a fresh new face for
world record attempt. With Pi- Valentine’s. Students send flow- PLDT, a VJ search was con-
noysiklo, Estima and Univer- ers and chocolates to each other ducted by Estima.
siTV were attempting to break -- in school. A whopping suc-
the world record on most num- cess, despite a purchase re-
ber of motorcycles in one place. quirement.

10. An attempt at a world re-
cord, several rock con-
certs a year, unique activi-
ties on school premises --
presence not allowed
even the biggest of adver-
tisers and agencies,
Estima's strength is in
creating and managing
events that are high in
creative aberrance.
Rocking Eastwood Banda Blowout Harana ng UniversiTV Sessionistas!
CHANNEL SPONSORED YOU CAN’T GET ANY ALL BECAUSE IT’S VAL- UNIVERSITV HELPS
MUSICAL EVENT YOUNGA THAN THIS ENTINE’S EMERGING BANDS
Imago and Sandwich and Sino Sikat? Rocksteddy, Up UniversiTV closed off the The upcoming and those on
Niño Alejandro and Donita Dharma Down, Dalandan month of love with an ener- top -- a weekly concert con-
Rose and Hapinas’ Joaqui Soda, Space Flower, Diwa, getic concert in Greenhills. test that puts on stage col-
and Gorio and UP’s Escola Hale, Dos Fuertes, Barbie Sugarfree and Stonefree lege bands and well-known
de Samba de Manila and Almalbis, Sugarfree -- they were the main performers performers.
FEU’s Chito Moreno and were all there, in the Uni- for this event. Also playing
Ateneo’s Hidden Nikki and versiTV and PLDT Pay- were Kontagious and A huge crowd drawer last
Miriam’s Desdemonia and phone Banda Blowout at the Bloomfields. year and this year.
the pep squads of several Mall of Asia.
schools.

11. Many of the people behind
Estima Content are very
experienced advertising
professionals, which is why
the programs they produce
do not just entertain audi-
ences, they sell products.
When the company is
commissioned to create ad-
vertising, it does so with the
same need to ensure effec-
tivity.
PLDT PAYPHONE. CENTRUM GM SPA ESSENTIALS
PLDT promotes use of the Centrum advocates daily General Motors pushes an Interstitials and IV spots for
payphone among the youth consumption of vitamins underestimated car model a successful aromatheraphy
with this campaign. through unbranded ads. to the driving public. brands.
SELXAN KLIX CIBAC NURTURE SPA
A Cebu-based pharmaceuti- Market leader in the cate- Representative Joel Vil- Creating a new niche for a
cal company gives market gory reacts to the efforts of lanueva wins anew with saturated market.
leader a run for its money. a new product launch. this TV commercial.

12. Content Creates Consent
Corporate Headquarters:
Estima Inc.
Republic Glass Building,
Aguirre Street corner Salcedo,
Legazpi Village, City of Makati,
National Capital Region,
Philippines 1229
Tel.: (632) 8929557
Email:
gmgochuico@estimacontent.com
Studios:
Republic Glass: Ground Floor,
Republic Glass Building, Aguirre Street
corner Salcedo, Legazpi Village, Makati
City
Milelong: Unit 106, Ground Floor,
Milelong Building, Amorsolo Street,
Makati City